But I did Brand Week last year with... uh john legend you know he's a brilliant singer he's a lovely man he knows bugger all about marketing so what he was doing at brand week i don't know you know it's this is the emotion approach to marketing now let's get you know chrissy teigen and john legend he sells tickets mark he sells tickets but you know you know it's kind of like get jenny romano there do you know what i mean you know it's it's sad for me because i love america so much and i learned my trade in america But I think, yeah, purpose has filled a big, soft, fluffy hole and other things should have been in that hole instead, frankly.

About five years ago, I joined a big kind of marketing training program for Unilever marketers.

So the room was full of young Gen Z Unilever marketers and the person training them said, I want you all to think now, you know, someone standing in front of your brand in the supermarket, what are all the reasons that they wouldn't choose your brand? And, you know, around the room, everyone's hands get up.

They don't share my values.

You know, the brand doesn't live its values properly.

It doesn't have the right purpose, all that kind of stuff.

And it went on and on.

You're one of the world's great researchers.